Brand Tone

Aspirational yet Accessible, Feminine and Confident, Friendly and Engaging, Polished and Chic, Slightly Playful (especially on TikTok)

Brand Values

• •Love and Self-Love
• •Quality and Timelessness
• •Style and Aesthetics
• •Customer Connection
• •Confidence
• •Local Design (Australian)

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand tone (e.g., feminine, confident, friendly, aspirational), including approved vocabulary, "words to avoid," and a defined personality. Share this with anyone creating content.
• •Always Emphasize "Love" and Positivity: Given the brand name "Aroha," subtly weave in themes of love, self-love, feeling good, and positive affirmations in your copy. Ensure the language is uplifting and encouraging.
• •Speak Directly to Your Customer: Use "you" and "your" to make the copy feel personal and engaging. Frame benefits around how the clothing will make *her* feel and what it will do for *her* lifestyle.
• •Balance Aspiration with Relatability: While showcasing beautiful, stylish imagery, ensure the language remains accessible and not overly exclusive. Highlight versatility and how pieces can fit into real-life situations.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual aesthetic. If the images are chic and polished, the copy should reflect that. If a TikTok is playful, the caption can be more casual, but still within the overarching brand personality. Consistency across all touchpoints builds a stronger brand identity.

Social Perception

Stylish and On-Trend, Good Quality for the Price Point, Aesthetically Pleasing, Relatable and Inspiring, Trustworthy (based on positive interactions and influencer collaborations)

Copy Examples

• •Instagram Post (New Dress Launch): "Fall in love with your new favorite dress. ✨ The 'Serena Maxi' is here to bring a touch of effortless elegance to your every moment. Designed in Australia with love, for you. Shop the look now and feel beautifully you. #ArohaTheLabel #NewCollection #EffortlessStyle #FeminineFashion"
• •Email Subject Line (Sale Promotion): "A Little Love From Us: Your Exclusive Treat Inside! 💖" *Email Body Snippet:* "Because you deserve to feel fabulous! Spoil yourself with [X]% off our curated collection of styles you'll adore. Find your next confidence-boosting outfit at Aroha The Label."
• •TikTok Video Caption (Styling a Top 3 Ways): "One top, three vibes! ✨ Obsessed with how versatile our 'Chloe Blouse' is. Which look is your fave? Let me know below! 👇 #ArohaStyling #TikTokFashion #VersatileFashion #OOTDinspo #AustralianStyle"
• •Facebook Ad (Targeting women interested in boutique fashion): "Discover Aroha The Label: Where timeless design meets modern femininity. 💕 Each piece is crafted to make you look and feel incredible. Explore our latest arrivals and find love at first sight. Shop now: [Link]"
• •Product Description (for a versatile knit cardigan): "Wrap yourself in love (and super-soft knit!). Our 'Everyday Embrace Cardigan' is your perfect companion from morning coffee runs to cozy evenings in. Effortlessly chic and endlessly versatile, it’s the piece your wardrobe has been waiting for. Designed with care, worn with confidence."